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Insurance Marketing Services - Beware of This Unforeseen Web Site Pitfall

Author: Heather Sloan

Are you an insurance professional who has hired an SEO Internet consultant, spent thousands to build a new Web site, secured decent traffic, but still has very few leads? If it's any comfort, you're not alone. Many hope that their fancy, new search-engine-optimized sites will be a fountain of leads. Often, they're sadly disappointed. What's the problem?

In the quest for key words, high page counts and generous content, many Web developers forget a basic truth: You can lead a horse to water, but you can't make him drink - Translated for Internet world: Just because they find you, doesn't mean they'll buy. To motivate a customer to take the next step, a Web site must be much more than search engine optimized. It also must be lead generation optimized. What does a lead generation optimized site contain? Here are five must-haves:

  1. Compelling, interest-generating headings and subheadings
  2. Interesting offers like white papers, case studies, discounts or newsletter subscriptions to persuade readers to step into the selling cycle
  3. Short, easy-to-complete lead forms (five fields or less) so prospects aren't deterred by complexity
  4. Meaty, credible content that includes client testimonials, success stories and work examples - screens that "show" instead of "tell"
  5. Clear calls to action that tell the reader how to take the next step and why she'll be glad she did

Here are a few things that lead generation optimized sites avoid at all costs:

  • Boring headlines
  • "All about me" content
  • Long strings of key words that sound like blah-blah-blah
  • Dead-end screens without directional links to guide the reader forward through the site
  • Complicated applications
  • Confusing and redundant navigation
  • Placing important copy, offers and calls to action "below the fold" where they'll never be found without scrolling

Just like wine, chocolate and other life pleasures, search engine optimization is great - in moderation. Balance is key. Sure - you have to make it easy for people to visit your site. But, you had better be a gracious host once they arrive. Provide lively conversation, plenty of interaction opportunities and offer a few gifts. It will be nearly impossible for them to leave empty-handed.

By Heather Sloan. Heather Sloan is the President of Heather has been helping insurance professionals grow their businesses for more than 15 years. To learn more, visit - make sure to request your free report, "Ten Marketing Mistakes That Are Costing You Sales Right Now!"

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